Mackenzie Smith is the VP & Head of Partnerships and Business Operations, responsible for product onboarding, ongoing services, technical support, technical project management, and partnership relations. Prior to ASAPP, she helped clients build proprietary advertising technology platforms at IPONWEB and lead client engagements for digital advertising at Merkle. Throughout her career, she has been focused on partnering with clients, across industry sectors, and utilizing technology and analytics to drive business value. She is a graduate of Harvard University.

Crystal is a catalyst who drives organizations to better results through data-driven insights and end-to-end CX design. Formerly Head of CX Strategy at Electronic Arts, she has advised Samsung, Chanel, USAA, Navy Federal, and Blue Shield. An industry thought leader, she frequently authors and speaks on CX trends, championing continuous improvement and loyalty.